The document discusses employee advocacy as a critical component of social media business and digital transformation, emphasizing that employees can act as brand ambassadors by sharing content on social networks. It highlights the various benefits of employee advocacy, including increased brand reach, enhanced trust, and greater engagement in sales and HR processes. The document also provides case studies of companies like Microsoft and Sage, demonstrating successful implementation of employee advocacy platforms to improve internal and external communication.

1. EMPLOYEE ADVOCACY
THE NEXT STEP IN SOCIAL MEDIA
BUSINESS AND DIGITAL
TRANSFORMATION

2. WHAT IS EMPLOYEE ADVOCACY?
The empowerment and engagement of
employees into becoming ambassadors of
the company through the sharing of brand
and industry related content on social
media.

3. WHY IS EMPLOYEE ADVOCACY
RELEVANT?
REASON #1
SOCIAL MEDIA IS WHERE YOUR CLIENTS ARE…
49% of B2B buyers research vendors by looking at their LinkedIn profiles.
55% of B2B buyers search for information on social media.
+70% of B2B buyers view product demonstration videos before making a purchase.
42% made a business related purchase [based on an online video].
Sources: Weidert Group, Kite Desk , A Sales Guy Consulting, Aberdeen Group , Gawker, Biznology

4. WHY IS EMPLOYEE ADVOCACY
RELEVANT?
REASON #2:
SOCIAL MEDIA IS WHERE MARKETING & SALES GENERATE LEADS…
72.6% of salespeople using social media outperformed their sales peers.
In 2014, 64% of sales professionals closed at least one deal thanks to social media.
B2B marketers who use Twitter generate twice as many leads as those who don't.
94% of B2B marketers use LinkedIn to distribute content.
Sources: Weidert Group Kite, Desk , A Sales Guy Consulting, Aberdeen Group , Gawker, Biznology

5. WHY IS EMPLOYEE ADVOCACY
RELEVANT?
REASON #3:
SOCIAL MEDIA IS WHERE YOUR FUTURE TALENT IS…
Millennials are changing the recruiting industry:
73% of 18-34 year-olds found their last job through a social network.
59% of recruiters rated candidates sourced from social networks as “highest quality.”
73% of recruiters showcase company culture on social media to stay competitive.
Sources: Weidert Group, Kite Desk , A Sales Guy Consulting, Aberdeen Group , Gawker, Biznology

6. SO, HOW DOES EMPLOYEE ADVOCACY IMPACT THIS
SOCIAL MEDIA SPACE?

7. WHAT EMPLOYEE ADVOCACY DOES FOR YOUR
COMPANY
DRIVE GREATER REACH FOR YOUR BRAND
MESSAGES.
1 Employee 2 Social
networks
10 Shares/month 4000 Audience
touch
points/month
1000
Employees
2 Social
networks
10 Shares/month 4,000,000
Audience touch
points/month

8. WHAT EMPLOYEE ADVOCACY DOES FOR YOUR
COMPANY
DRIVE MORE CLICK THROUGH AND GREATER
TRUST.
92%of social media users trust content
shared by people they know (vs
36% for content in social ads).
TRUST
90%of internet users consider consumer
recommendations to be the most
credible form of advertising.
CREDIBILITY

9. WHAT EMPLOYEE ADVOCACY DOES FOR SALES,
MARKETING & HR
LEVERAGES AND STREAMLINES EXISTING SOCIAL MEDIA ACTIVITIES.
MARKETING SALES HR
• Generates greater visibility for
paid content and other marketing
investments.
• Increases organic amplification
of content.
• Acquires a new source of traffic.
• Generate leads.
• Facilitates the appropriation of
relevant content for
prospection (social selling)
• Enables sales people to stay
informed on internal/external
activity.
• Simplifies social selling.
• Acquires a new channel for
showcasing the employer brand
• Share employee testimonials
through employees themselves
• Generate recruitment referrals
through employees.

10. EMPLOYEE ADVOCACY ADDRESSES THE INTERNAL DIGITAL
TRANSFORMATION NECESSARY TO SERVE THE DIGITAL CUSTOMER
OF TODAY.
EXTERNALLY, COMPANIES AIM
TO:
Create a 360 digital experience
experience to address client journey
evolutions.
Transition into digitized ways of
collaborating.
Provide more relevant information to
their employees in, real time, to better
serve customers.
Continue to expand social media
activity.
INTERNALLY, HOWEVER
Continue to employ a « siloed approach » to
digital and social media communications.
Launch internal communication tools and
enterprise social networks that no one uses.
Embrace decentralized communication
habits that reach only certain people…or
they just use email.
Fear employees using social media, even
though some do already.
Sources: Kite Desk , A Sales Guy Consulting, Aberdeen Group , Gawker, biznology

11. AN EMPLOYEE ADVOCACY PLATFORM CAN
STREAMLINE COMMUNICATION, PROVIDE
CONTROL FOR THE ENTERPRISE WHILE
ENABLING & ENCOURAGING EMPLOYEE
DIGITIZATION.

12. EMPLOYEES ARE READY TO BE DIGITIZED…BUT
THEY ARE INHIBITED.
EMPLOYEE DIGITAL
BEHAVIORS
Are on social media and have at least
200 connections per network.
Have an average of 23 applications
on their smartphones.
Check mobile devices regulary in
order to be better informed.
Begin to combine digital with offline
and professional and private.
BARRIERS TO ENTERPRISE
DIGITIZATION
Do not understand the interest in adopting
new tools such as enteprise social networks,
or do not see the benefits in using them.
Do not have clear messaging from
management about social media use.
Rely mainly on email to receive company
information, with low engagement rates.
Fear being sanctioned by management for
using social media.
Sources: Kite Desk , A Sales Guy Consulting, Aberdeen Group , Gawker, biznology

13. AN EMPLOYEE ADVOCACY PLATFORM CAN
ELEVIATE THE BARRIERS OF FEAR AND
COMPLIANCE, AND PROVIDE CLEAR
GUIDELINES AND INCENTIVES ON SOCIAL
MEDIA USE.

14. THE EMPLOYEE ADVOCACY EXPERIENCE

15. CASE STUDY

16. 16
MICROSOFT LAUNCHES SOCIABBLE
GLOBALLY FOR 17 000 EMPLOYEES
THE CHALLENGE
• Provide easy access to relevant content for all company departments
• Amplify the reach of content on social media
• Launch company-wide employee advocacy that addresses regional needs
THE SOLUTION
• A pilot launched in selected countries, to identify global and regional needs, was followed by a
global launch in 40 countries, engaging 17 000 employees
• Content is aggregated from company social media streams, curated RSS feeds and the accounts
of MS executives
• Microsoft has 20 standardized channels, with a mixture of global and localized content
“We estimate that if 10 000 Microsoft employees use
Sociabble, it will generate between 350 and 500 million
potential impressions per year, with an estimated
equivalent advertising value of between 5 and 10 million
dollars.”
Sébastien Imbert
Director of Digital Marketing, Microsoft France

17. 17
SAGE LAUNCHES SOCIABBLE FOR 13 000
EMPLOYEES IN A SINGLE DAY
THE CHALLENGE
• Become a truly social company and empower employees to share their expertise
• Engage the entire organization on social media, with no exceptions
• Integrate an employee advocacy platform with Salesforce and Chatter
THE SOLUTION
• Sociabble was launched globally during a company-wide social media event: #SociableDay
• The launch event engaged 13 000 employees in 23 countries, generating 3.5 million impressions
• Sociabble is fully integrated into and accessed via Salesforce
• Sage has reached over 100 000 unique users on LinkedIn andTwitter thanks to sharing activity on
Sociabble
“It was a no brainer that the social advocacy platform
we would use would be integrated in Chatter.This is
where Sociabble came up as the perfect solution.”
Xavier Monty
Head of Social Media, Sage

18. 18
,
THEWAY BUSINESS IS DONE IS CHANGING,
IT INVOLVES SOCIAL MEDIA,
AND IT’S IRRESPECTIVE OF INDUSTRY.
• presence, through official social media
pages
• dedicated social media teams
• paid media investments
• content marketing & digital media
investments
• employer branding & recruitment
• people research &prospection
• boost organic reach despite social
media networks barriers
• complement paid media campaigns
• boost visibility for content
• facilitate prospect/sales & recruiter/
candidate contact and engagement
• address changes in communication
styles
• usher in digital transformation
• communication between persons
and brands
• how purchasing decisions and the
way people buy
• how opinion are built
• search for opportunities such as
employment
• individuals and companies present
themselves to the world
Ways Social Media has
impacted business
Current uses of Social
Media in Companies
Employee Advocacy as a
Natural Progression

19. THE FUTURE OF SOCIAL MEDIA BUSINESS IS
NOW.
CONTACT US TO LEARN MORE
• Case studies
• Deployment guides
• Employee advocacy in digital transformation
CONTACT@SOCIABBLE.COM